Lehmann, Donald R.  <br/><br/>
Product Management  
Donald R. Lehmann; Russell S. Winer  
 - 4th ed. 
 - Chennai   McGraw Hill Education (India) Private Limited   2018 
 - xvi, 494  P.B  
<br/><br/> Chapter 1: Introduction to Product Management<br/>Chapter 2: Marketing Planning<br/>Chapter 3: Defining the Competitive Set<br/>Chapter 4: Category Attractiveness Analysis<br/>Chapter 5: Competitor Analysis<br/>Chapter 6: Customer Analysis<br/>Chapter 7: Market Potential and Sales Forecasting<br/>Chapter 8: Developing Product Strategy<br/>Chapter 9: New Products<br/>Chapter 10: Pricing Decisions<br/>Chapter 11: Advertising Decisions<br/>Chapter 12: Promotions<br/>Chapter 13: Channel Management<br/>Chapter 14: Service and Direct Customer-Based Marketing<br/>Chapter 15: Financial Analysis<br/>Chapter 16: Marketing Metrics<br/>Appendix A<br/>Name Index<br/>Subject Index 
<br/><br/><label>ISBN: </label>9780070603486  745 
<br/><br/><label>Subjects--Topical Terms: </label><br/>PRODUCT MANAGEMENT 
<br/><br/><label>Dewey Class. No.: </label>658.56 LEH(PRO)Ed4